The Challenging Economic Climate: Thriving, Not Just Surviving

Managing and exceeding client expectations and providing expert counsel is part of the agency and design firm DNA. We probably all believe we do it well. And we know the relationship between agency and client represents the cornerstone of any success formula.

Have you felt the pulse of your client relationships lately? In these times of economic uncertainty, our clients need us more than ever (although they probably want to pay us less for what we do). We, as owners of the creative product, need to pay even closer attention to our clients – reminding them of how we add value to the overall equation; how we are an integral part of building their brand. Client businesses may be struggling and staggering; they’ve probably streamlined their organization and are forced to do more with less.

How do we partner with them to help them succeed? We must challenge ourselves to adapt and change to meet not only the economic demands, but also the changing consumer demands. When is the last time you showed up at the client’s office? Took them to lunch? Updated them on new work you are doing for other clients ? Proposed strategies to help them better reach their target audiences? Talked to them – really talked to them, to more intimately understand their challenges and how you, as their creative firm can be more, well, “creative” in the ways you service their business.

The bottom line is that the vulnerability level for both creative firms and client brands is high and will likely continue to be high, at least in the short term. Our job is to help stimulate the turnaround through our creative product and strategic counsel. And when we embrace the relationship with our clients, we all put ourselves in a stronger position to retain the business into the future.

About the author:
As Chief Client Officer, Pete Costanzo is focused on managing and growing client relationships and building the overall business for MARSH, Inc. Costanzo has been integral in securing and retaining major consumer packaged goods, retail and restaurant clients such as Procter & Gamble, Reckitt Benckiser, Johnson & Johnson, The Kroger Co., Sherwin Williams and CKE Enterprises. Costanzo brings over three decades of strategic marketing, promotion, and packaging experience to MARSH, Inc., working as a promotion manager at Shulton on the Old Spice and Breck shampoo brands, and as director of promotions at WBK, Cincinnati.

About Marsh, Inc:
MARSH, Inc. is an independent design consultancy concentrating on strategic design for consumer-packaged goods, retail and restaurant clients since 1938. As a part of the Worldwide Partners Network, MARSH, Inc. has global reach with resources in fifty-one countries. MARSH, Inc. leverages its vast experience in packaging, print and retail merchandising to create quantifiable business results for The Kroger Co., Whole Foods, Steak ‘n Shake, CKE Enterprises and for the portfolio of brands from Procter & Gamble & Reckitt Benckiser. MARSH, Inc’s. high standards for creative excellence and commitment to a collaborative environment attracts & retains some of the most creative talent anywhere. To learn more about MARSH, Inc., go to www.marshinc.com.